Chapter 14 Test Bank
14.1 Multiple-Choice Questions
1. The most widely used document issued by practitioners to news media is the
A) pitch letter.
B) media advisory.
C) news release.
D) fact sheet.
2. This type of “memo”, often bulleted, alerts media about upcoming interview
opportunities among other uses.
A) boilerplate
B) pitch letter
C) video news release
D) media advisory
3. When writing a news release, it is important to remember to:
A) ask yourself “who cares”?
B) use jargon.
C) write to appeal to everyone.
D) be formulaic
4. What is a critical consideration for global news releases?
A) cultural differences
B) length
C) using bullet points
D) internet portability
5. Editors want the main facts of a news release listed
A) in the headline.
B) after a brief introduction of the sending organization.
C) in chronological order.
D) in the opening paragraphs.
6. If one paid about $700 for a “smart” release to be distributed throughout the U.S.,
the headline should be no longer than how many words?
A) 10
B) 30
C) 27
D) 22
7. What is applicable to a mat release?
A) It is used primarily in trade publications.
B) It is geared toward providing helpful consumer information.
C) It is ready for editing by a journalist.
D) It is no different than a traditional news release.
8. Which of the following is true about a fact sheet?
A) They contain all of the same components of a traditional press release.
B) They represent a large cost savings for organizations.
C) They can be corporate profiles.
D) They do not use bullet points.
9. What should the last paragraph of a news release contain?
A) Important facts about the product or service contained in the release.
B) An executive quote.
C) Basic information about the organization.
D) A link to photos on the Web.
10. A quick reference tool (“crib sheet”) for a reporter that gives additional background
about an event, product, or company is a
A) news release.
B) mat release.
C) media advisory.
D) fact sheet.
11. Earned media is which of the following?
A) sponsored content
B) coverage generated by newsworthy content
C) paid advertisements
D) information published on a company’s website
12. PR Newswire and Business Wire are
A) electronic news services.
B) broadcast outlets.
C) media databases.
D) media watchdogs.
13. The key to a successful news release when sent by e-mail:
A) using Word attachments.
B) including more details than the print release version.
C) to get to the point quickly.
D) accompanied by artwork/photography.
14. Which is a common element of a media kit?
A) web links and printouts
B) bios of executives
C) annual report
D) advertisement
15. What is a primary element of a good online newsroom?
A) text-only news releases
B) embedded press releases
C) templates for successful print versions
D) current and archived news releases
16. What is integral to photo composition?
A) emphasize entire scenes
B) headroom.
C) include a number of key individuals to enhance publishing chances
D) no gaps between individuals and objects
17. Which of these items would NOT be included in a press kit?
A) brochures about the organization
B) basic fact sheet
C) project advertising budget
D) news release
18. When writing a news release, which of the following is important?
A) use headlines that repeat the information in the lead paragraph
B) describe products using words like “unique” to catch a reader’s interest
C) highlight the name of the company or product in the headline
D) write colorfully, but don’t overdo it.
19. Which of the following is an effective use of a wire service for distribution?
A) releasing financial information
B) pitching an exclusive story
C) distributing information that is questionable in terms of newsworthiness
D) to distribute video clips
20. The worst time for holding a press conference is
A) Monday afternoon.
B) early afternoons.
C) mornings.
D) Friday afternoon.
21. A press party is a
A) celebration between media and their readers/listeners.
B) softening-up process.
C) formal affair.
D) group of media gathering for a news conference.
1. A traditional print media kit folder is 9 by12 inches with inside
Page Ref: 375
2. Using generic words in a news release is fine.
3. News releases should be about 300 words long.
4. A multimedia news release is also called a smart news release.
5. The purpose of a pitch letter is to thank a gatekeeper for running a positive story about
your organization.
6. The best media pitches follow a standard format.
7. Reporters don’t appreciate confidence and humor.
8. You should never follow up on an initial pitch.
9. One of the oldest services that match reporter inquiries with PR sources is HARO.
10. A headline is a part of a dateline in a typical news release.
11. The CD/DVD version of a media kit is known as an e-kit.
12. The purpose of a corporate profile is different than that of a product fact sheet.
13. A print interview should generally last no more than 20 minutes.
14. A speaker should never remain in the room after a press conference about a
sensitive issue.
15. The practice of a media tour is often disparagingly called a junket.
16. At a press party, the standard practice to make a “pitch” to media members is at the
beginning of the socializing period.
14.3 Essay Questions
1. Plan a press party. What are factors that need to be considered?
Page Ref: 359
2. What are the key do’s and don’ts of getting a “date” with a reporter?
Page Ref: 381
3. What should a practitioner’s “checklist” be when hosting a news conference? Cite at
Page Ref: 389-390